Old Pulteney

About The Client

Old Pulteney is an award-winning single malt Scotch whisky, distilled in the coastal town of Wick, Scotland. Known as The Maritime Malt, the brand draws inspiration from its seafaring heritage, producing distinctive whiskies shaped by the influence of the North Sea and enjoyed by whisky enthusiasts around the world.

The Brief

As Old Pulteney continued to grow its direct-to-consumer offering, there was an opportunity to create a CRM strategy that reflected the quality of the brand experience. While email marketing was already part of the marketing mix, there was significant potential to improve customer journeys, increase personalisation and build stronger relationships beyond the first purchase. The objective was to successfully migrate onto Klaviyo and build a scalable CRM programme that would support customer acquisition, encourage repeat purchases and deliver more relevant communications throughout the customer lifecycle.

What We Delivered

We began with a comprehensive CRM discovery phase, reviewing the existing customer journey, lifecycle communications and overall account set up and performance. This allowed us to identify opportunities to improve engagement while creating a roadmap for future growth. Following the discovery phase, we implemented a complete Klaviyo solution, including account configuration, customer segmentation and a suite of high-performing lifecycle automations. Our work included: CRM discovery and lifecycle audit Klaviyo implementation and account configuration Customer lifecycle and persona segmentation Bespoke email template design Core lifecycle automation programme Advanced behavioural automation Predictive cross-sell journeys Data capture optimisation Ongoing campaign management The result is a CRM programme designed to deliver a more personalised customer experience while creating a strong foundation for long-term retention.

The Results

Coming Soon! This programme is currently being rolled out, with performance reporting underway. Results and key performance metrics will be added once sufficient data has been collected.